Fashion Product Development Image & Communication FSC651 Marketing Report Lauren Noble Level 6
Tr a n q u i l
is
emerging
a
publication
creative
world,
that be
it
exposes in
art,
consumers fashion
to
the
music
and
lifestyle. Containing artists’ work and featuring interviews that s p e c i ďŹ c a l l y t a r g e t t h e c o n s u m e r, Tr a n q u i l p r o m i s e s t o b e c u r r e n t a n d r e l e v a n t t o o u r f o l l o w e r s . T h e m a i n p a g e s o f Tr a n q u i l w i l l have an interactive code that the user can scan with their smart phone,
taking
them
to
a
corresponding
page
on
t h e Tr a n q u i l
app, holding moving image and further reading/interactivity.
The
aim
is
to
create
a
beautifully
aesthetic, interactive
publication and app that focuses on fashion and all things c r e a t i v e . Tr a n q u i l w i l l k e e p t h e o l d f a s h i o n e d h a r d c o p y magazine
that
is
timeless,
and
still
include
innovative
ideas that the future of magazines holds.
Tr a n q u i l
is
marketed
to
both
male
and
females
ages
18-25,
who
are
interested in the creative industry. They can be from any demographic, a s t h e a i m o f Tr a n q u i l i s t o i n s p i r e a n d e d u c a t e t h e c o n s u m e r. Tr a n q u i l will
have
a
addressing.
direct
and
Tr a n q u i l
precise
will
be
voice a
low
to
the
price
readers and
in
highly
which
it
is
interactive
publication and app, making it appealing to the customer and consumer.
Tr a n q u i l h a s b r a n d i n g w h i c h a l l a l i g n s , f r o m t h e m i n i m a l a e s t h e t i c s of the publication and the app to the simplistic features and easy use of the app. The social media content will all reect the feel of the
brand
so
consumers
can
relate
and
recognise
Tr a n q u i l .
Through collaborations with artists, such as Rosie Lowe in issue o n e , Tr a n q u i l w i l l g a i n r e c o g n i t i o n . Fe a t u r i n g e m e r g i n g a r t i s t s a n d creatives
will
give
Tr a n q u i l
exposure
through
their
social
n e t w o r k i n g a n d f o l l o w i n g . T h i s i s a l s o a d i r e c t p a t h t o Tr a n q u i l ’s ideal
consumers,
creative
for
industry
those will
who be
are
interested interested
in
the in
emerging Tr a n q u i l .
Apps would be great. My phone is a lot more practical to be carrying around then lots of heavy paper mags. -Annabelle williams Having looked at publications such as Dazed and Confused, iD, and more e m e r g i n g p u b l i c a t i o n s s u c h a s To p m a n M a g a z i n e a n d B r i c k s , I f o u n d t h e r e is a lack of a link between the publication itself and the online/digital content. Although the digital content for magazines such as Dazed and iD are
to
a
high
standard,
there
is
a
gap
where
I
feel
Tr a n q u i l
can
ďŹ ll.
The aim is to create a publication that is interactive and engaging with an app,
linked
through
the
use
of
a
readable
code
through
the
use
of
a
smartphone. This is something that has not been the main USP before.
Tr a n q u i l
ďŹ ts
into
the
industry
amongst
other
conceptual
lifestyle magazines such as Dazed and Confused.
fashion
and
The difference is that
Tr a n q u i l i s m a d e t o b e i n t e r a c t i v e a n d p e r s o n a l l y e n g a g e w i t h t h e r e a d e r s , through the use of
individual app accounts and directed app content.
Dazed
and
Confused
is
a
competitor
to
Tr a n q u i l
because
it
is
aimed at both male and female consumers and touches on the same topics
a s Tr a n q u i l
does. With
a
huge
following
and
reputation,
Tr a n q u i l l o o k s u p t o D a z e d a s a p l a c e i n t h e m a r k e t w h e r e t h e brand would like to be. Dazed is well known for its creative and inspired
content,
and
Tr a n q u i l
can
learn
from
this.
c r e a t i v e Primary research has taken place focusing on my target customer and consumer, looking into what
s
o
c
i
a
l
a
c
t
i
v
e
they are doing, what they are interested in and what they would like to see and get back from Tr a n q u i l .
Understanding
the
customer
and
consumer is vital in creating a product that will
interested
be
to
bought
into
and
engaged
with.
d
learn
r
i
v
e
n
i n s p i r e d
f a s h i o n
s u c c e s s
m
u
s
i
c
a m b i t i o n
a
r
t
o u t g o i n g
s h o p p i n g
I have created an app wire board. A wire board is a visual which is used to lay out the pages of an app to show how the app will run and how
it
will
look.
I
have
created
this
on
photoshop.
In addition to all of this, I have created an information sheet on Photoshop which shows a clear layout of
my app and what I am
trying to achieve through it. This is also good for my presentation.